Price Discount, Shopping Lifestyle, and Perceived Ease of Use as Predictors of Impulse Buying Among Generation Z Shopee Users
DOI:
https://doi.org/10.54065/jss.6.4.2026.1862Keywords:
Price Discount, Shopping Lifestyle, Perceived Ease of Use, Impulse Buying, Generation Z, ShopeeAbstract
The urgency of this study lies in the need to understand the factors driving impulse buying among Generation Z Shopee users amid the increasing ease of online shopping and digital promotions. This study examines price discount, shopping lifestyle, and perceived ease of use as predictors of impulse buying among Generation Z Shopee users in Karanganyar Regency. A quantitative cross-sectional survey was conducted with 100 respondents selected through purposive sampling. Data were collected using a 20-item questionnaire with a five-point Likert scale and analyzed using descriptive statistics, item-consistency evaluation, Cronbach's alpha, regression diagnostics, and multiple linear regression. The results show that price discount is positively and significantly associated with impulse buying (B = 0.310; β = 0.244; p = 0.003), as are shopping lifestyle (B = 0.298; β = 0.256; p = 0.003) and perceived ease of use (B = 0.488; β = 0.431; p < 0.001). The overall model is significant, F(3, 96) = 63.268, p < 0.001, with adjusted R² = 0.654. Perceived ease of use has the largest standardized coefficient, indicating that low platform-use friction is highly relevant to converting purchase urges into transactions. These findings extend understanding of online impulse buying by integrating three antecedent domains - marketing stimulus, consumer orientation, and technology facilitation - in the context of Generation Z on an e-commerce platform.
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